In December, GetElastic released insights from one of the industry’s largest and broadest global surveys of consumer views on digital content. They surveyed more than 12,000 consumers across 6 countries to gain a deeper understanding of evolving consumer expectations and how they are fuelling marketers’ challenge. The report, titled “State of Content: Rules of Engagement for 2016” sheds light on 5 rules for content marketers to follow in optimizing engagement with their target audiences.
1. Optimize Your Content Across Multiple Platforms
“Simply taking a TV ad and putting it into a mobile device… it’s like taking a Picasso and trying to stick it in a dollhouse.” – John Osborn, President and CEO, BBDO New York
How often do you find yourself checking on social media updates while watching TV? With technology becoming more accessible, consumers are exposed to multiple screens at any given time. In fact, consumers reported using on average 2.23 devices at the same time, while owning an average of 5 devices. Although responses show that they feel positive about multi-screening- where most say they feel entertained (81%), connected (80%) or productive (76%) – they have also admitted to feeling distracted by it. Consumers are forced to make an increasing number of decisions in order to filter out unwanted content.
With shorter attention spans, consumers find themselves gearing more towards tailored, aesthetically pleasing content that is also easy to view across all of their devices. Consumers surveyed indicated that “displays well on the device I’m using” as the most critical factor (65%) in the content viewing experience. Improve the user experience for your audience by re-organizing your content elements, having appealing layouts and photography, and ensuring that it will be comfortable viewing across multiple devices.
2. Avoid #TLDR (Too Long, Didn’t Read)
Consumers report lower patience for sub-par content experiences – with length a key factor. Nearly 9 out of 10 digital device users would switch devices or stop viewing altogether if it fails to meet their expectations in quality, length, and formatting. If the content is too long, 67% of consumers would stop engaging and 79% would do the same if the content doesn’t display well on their device. Marketers need to deliver content in the right format, get to the point and optimize or consumers might say #unsubscribe.
3. Stay Relevant To Your Audience
The majority (65%) of shared content online is shared with friends and family, which is not surprising, considering that individuals naturally trust a friend or family member the most. But why do they share? Nearly 30% responded wanting to show friends content they would enjoy. However, research from TrackMaven showed that in 2015, content marketing output on social media has grown by 35% while consumer engagement has fallen by 17%. With social media, it is much more than ever before companies to track their consumer’s interests and activity.
Stay relevant to your audience and tailor your content by leveraging your consumer data.
4. Instill Humor
70% of global consumers agree that humour makes companies more relatable, but just 14% rate company-created content as entertaining. Globally, “making people laugh” was identified as the top personal motivator for sharing content. Content marketers should work to create authentic activations that entertain to help drive brand engagement.
5. Don’t Cross Into Personal Space
The majority of consumers understand the value of predictive recommendations, with 73% noting they are willing to share at least one piece of information about themselves and 71% reporting they are open to predictive recommendations from brands based on past behaviour. Among consumers not willing to share their information, 40% believe companies could do something to ease their concern and 25% suggested “asking permission to access data” would make them more comfortable. This maps back to trust; consumers are most comfortable sharing information with brands they trust.
Written by Loni Stark
Originally posted on getelastic.com